Chris Collins, a business consultant with over 20 years of experience, argues that Gillette's toxic masculinity ad campaign alienated customers and misread its audience. He cites YouTube's like-to-dislike ratio as evidence of backlash and suggests men boycott by growing beards instead.
Questions this video answers
Over 20 years.
3,300 hours (which the speaker says is over 83 work weeks).
He claims it moved from 10:1 likes-to-dislikes to 4:1 (likes to dislikes).
Chapters
Exclusively on the Business Outlaws Network.
Dear Gillette, you got yourself in a little bit of hot water. I've been helping businesses for over 20 years, going in, fixing them, turning around. And the biggest mistake that businesses make is they don't understand what they're selling. I would have loved to have been in the meeting when somebody's like, let's get Kim Garrig, who did the this girl can campaign and have her do a campaign for Gillette Razors. And we'll make the subject. Let me think, let me think. What do you guys think? Toxic masculinity. I'm not your customer. You didn't lose me, but you're losing a lot of customers really quick. And you can buy all the likes you want on YouTube. It isn't going to help you. You went from 10 to one dislikes to likes, now four to one. And you're not going to buy yourself to a one to one. You've created a little bit of a shit storm. But let me tell everybody who's watching this. The secret to why you don't need Gillette. This is what we're gonna do, gentlemen. We're all gonna quit shaving. We're gonna grow beards. We're gonna look like men. You'll never be mistaken for a woman. You'll feel like a leader, because you will be a leader. Because in times of trouble, people look to the guy with the beard to lead him out of the valley. The average male in his lifetime will spend 3,300 hours shaving in the bathroom. That's over 83 work weeks. You don't need that. I did a poll around the office and none of the guys that have beards around here thought that date rape was okay or bullying. But everybody unanimously agreed that two little boys resting in the grass is not toxic masculinity. And I want to have the conversation about toxic masculinity. It's very relevant, but not in your context of a razor ad. And why are you pulling Terry Crews into it? He's a cool dude. So bottom line, Gillette, don't alienate your customers. Even though I'm not your customer.
